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The power of an education-first approach
by Lawrence Kosick

Effective marketing adds value to a consumer instead of only pushing products or services. Truly great marketing educates consumers.

In today’s competitive health care market, it’s important for homecare providers to differentiate themselves and to stand out from the crowd. One way to do that is by leading with an education-first marketing approach. An education-first approach is a marketing strategy that involves providing valuable educational content and resources to potential clients to build trust and establish expertise, which ultimately drives business growth. By offering informative and engaging content on industry trends, best practices and how-to guides, homecare providers can establish themselves as trusted authorities in the industry and build relationships with potential clients.

By 2060, more than 25% of the U.S. population is expected to be over 50, and the health care market will need to get more competitive to assure its position in the market. An education-first marketing approach is an especially powerful way to do that, especially in the homecare market, where clients may be hesitant to seek out services due to concerns about privacy, safety and the cost of care. Many of these concerns can be alleviated by new and improved ways to utilize an education-first marketing approach to promote homecare services, especially those focused on home medical equipment (HME) and home health or personal care providers.

1. Addressing Concerns & Misconceptions

One of the main benefits of an education-first marketing approach is that it can help address common concerns or misconceptions clients may have about homecare services. For example, many clients may believe that in-home care is too expensive, or that it is only suitable for individuals with severe medical conditions. By providing information about the wide variety of homecare services available and their cost effectiveness compared to hospitalization or institutional care, providers can help alleviate these concerns and encourage more clients to consider in-home care.

Similarly, clients may have concerns about the safety and privacy of in-home care or may need clarification about what to expect from a homecare provider. By providing interactive educational videos and online resources, providers can help to clarify the homecare process and build trust with potential clients.

More and more homecare services are turning to technology to help them connect and market to clients and potential clients. Platforms such as GetSetUp, a growing learning and discovery platform for older adults, offer ways for them and their caregivers to get access to essential educational information through
interactive classes.

By offering valuable information and resources on broader topics such as managing chronic conditions, fall prevention and caregiver support, providers can increase their visibility, build trust with potential clients and ultimately grow their businesses.

2. Sharing Expertise & Building Relationships

Another benefit of an education-first marketing approach is it allows providers to share their expertise and build relationships with potential clients. By providing information about the latest homecare trends, technologies and best practices, providers can establish themselves as trusted authorities in the industry. This can attract new clients and build loyalty among existing ones.

Homecare that seamlessly integrates with technology trends such as health tech, smart home technology, virtual communities and other aging technology will set itself apart in the market. Many people needing care in the upcoming years will start to integrate their own devices first into care prior to hiring outside help. From voice devices to remind people to take medications and attend appointments to virtual communities promoting health and wellness, providers who use these resources and know how to augment the routines of people already using them will stand out.

For example, HME providers could offer interactive classes about the latest mobility aids, respiratory equipment or home accessibility modifications where people can ask questions and get them answered. Classes like this show a desire to educate and support clients, and these companies will set themselves apart from those just sending out brochures. Home health and personal care providers could offer educational resources and communities on managing chronic conditions, preventing falls or maintaining independence in the home. By sharing their expertise and offering valuable advice, providers can build relationships with clients that go beyond a transactional exchange of services.

3. Improving Patient Safety in the Home Environment

In addition to promoting homecare services and building relationships with clients, an education-first marketing approach can also be used to improve patient safety in the home environment.

By providing information about home safety best practices, providers can help prevent accidents, injuries and hospital readmissions. This not only benefits the client but can also reduce costs for the provider and improve outcomes overall.

Health tech and smart homes are helping prevent falls, accidents and injuries. When these tools are utilized to their full capacity, they can help those being cared for gain a sense of independence while remaining safely monitored by homecare providers.

For example, providers could offer educational resources on fall prevention, medication management or emergency preparedness. They could also offer home safety assessments or training sessions for clients and their caregivers. By taking a proactive approach to patient safety, providers can demonstrate their commitment to quality care and build trust with clients and referral sources.

4. Preventing Caregiver Burnout & Supporting Well-Being

Finally, an education-first marketing approach can also be used to support the emotional and psychological well-being of both clients and caregivers. Some 36% of family caregivers characterize their situation as highly stressful, according to AARP’s “Caregiving in the U.S. 2020” report. Thus, caregiver burnout is a common issue in the homecare industry, with many experiencing high levels of stress, isolation and exhaustion. By providing educational resources on self-care, stress management and emotional support, providers can help prevent burnout and improve the overall health of their caregivers.

For example, providers could offer support groups or counseling services for caregivers or provide resources on respite care or other caregiver support services. By acknowledging the challenges that caregivers face and providing solutions, providers can demonstrate their commitment to supporting their clients and caregivers.

The power of an education-first marketing approach for homecare services cannot be understated. It is crucial for HME, home health and personal care providers to include educational content in their marketing strategies to differentiate themselves from competitors and establish their expertise in the industry. By providing valuable information about the benefits of in-home care and addressing common concerns or misconceptions, providers can increase their visibility, build trust with potential clients and ultimately grow their businesses.

Lawrence Kosick is co-founder and president at GetSetUp. He has led business development and partnership teams for decades at companies such as IFTTT,  Sight Machine and Yahoo. He is pleased to work with co-founder Neil Dsouza at GetSetUp to create a learning platform for older adults that empowers them to live more happy, healthy and connected lives and is inspired by the work his father did to help older adults many years ago. Visit